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CMA’s Liza Borches on how to make a difference and impact lives at a car dealership

On the latest edition of Straight to the Point, host Frank J. Lopes is joined by President and CEO of Carter Myers Automotive, Liza Borches.

Lopes gets straight to the point and asks Borches, can you really impact lives at a car dealership? Borches says, that’s the only reason they exist. This industry above all else can make an impact on lives. Borches says, she likes cars but she loves people.

Borches believes if you had people in the automotive business who were cookie-cutter people to fit a mold, you wouldn’t be able to find creative solutions for consumers. Borches says the company’s mission is “Moving Lives Forward” and it’s not just a slogan. When Borches got serious about the industry, she realized it’s not just about selling cars. Everything they do is about helping people and getting them where they want to go in life. The secret is, it isn’t about the car, but the buy product. Borches says, competitors can copy the methods, marketing, and formula, but the one thing, they can’t copy is their people and the experiences they provide.

Borches says, she’s not on social media often but has learned the right strategies to be most efficient with her time. She says there are two reasons why she’s on social media. With 16 stores and over 700 associates, social media has been a way to connect with them when Borches can’t be in the store. Secondly, recruitment has allowed them to tell the CMA story. Seventy-five to hundred percent of people join CMA through a relationship, either by a current employer, connection through social media, or a customer that made a relationship.

Borches says, she never posts about any of their products, or vehicles they’re selling but people reach out because they hear about their story and want to continue to build that relationship.

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Frank Lopes
Frank Lopes
Frank has more than 20 years of experience in auto dealer marketing and has created multiple award-winning campaigns for various retail and e-commerce clients. He also is a frequent writer and speaker at industry events.

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